Reinventing A Financial Company's Illustration Style

In the fall of 2016 — shortly after opening our doors — we began a long partnership with Able Lending. They came to us looking for help to reinvigorate their brand's illustration style and develop the development of new illustrations to help educate their audience. Over the course of a year, we created over 100 individual illustrated assets for their web pages, promotions, and blog.

Able Lending

Discovery &
Strategy

Early in our partnership with Able, we decided that one element that should always be prominent in the illustrations for them was people. In knowing that, internally we felt it was a good idea to create a series of characters that we could use and pull from throughout all of the illustrations on their website. This also allowed us to create the illustrations in a much more efficient and faster pace.

With creating the character library, we developed two different types of characters, one focusing on Able's customer base and the other focusing on the Able team. This also created a counterpart with Abe in the Able Lending team that we internally nicknamed "Lucy"—she is the only character with red hair to help her stand out.


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Able Lending

Design &
Exploration

Early in our partnership with Able, we decided that one element that should always be prominent in their illustrations was people. Knowing that, internally we felt it was a good idea to create a series of characters that we could use and pull from throughout their website. This approach allowed us to create illustrations more quickly and efficiently.

When we created the character library, we developed two different types of characters: one focused on Able's customer base and the other focused on the Able team. We created a counterpart to Abe in the Able Lending team that we internally nicknamed "Lucy" — she is the only character with red hair to help her stand out.

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Able Lending

Our solution

Our partnership with Able Lending was full of fun and creative work and we look back on it with fond memories and attachment to all of the illustrations we created for and with them. 

A year after our partnership ended, so did the Able Lending brand, when the company was sold.

Rocky's work has been defining for the Able brand. He was able to create a voice inspired by prior work yet elevated that voice to a new level. His process has always been professional, with quick iteration from sketches to the final product. We couldn't imagine a better expression and interpretation of the values we're trying to express.

Stephen Caver

Senior Frontend Developer, Able Lending

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